Mike Shaw

I'm passionate about campaign and advertising development with over 20 years of experience managing both consumer and B2B integrated campaigns grounded in empirical measures of success and driving effective performance. Have extensive experience across both regional and national media channel platforms, as well as the full suite of both traditional and non-traditional channels. With a history of leading a broad cross-county team as well as managing external agencies, I understand the dynamic nature and necessity of teamwork and partnership. Deep experience and skills in:• Channel planning, digital marketing and campaign deployment for consumer and B2B integrated Custom sponsorship development, assessment and activation across regional and national platforms inclusive of sports, entertainment and education. Brand integration across broadcast, print, radio, digital and social environments.• Data-driven campaign assessment, marketing plan development, execution and ongoing optimization/stewardship leveraging econometric modeling and lower-funnel direct response mechanisms. Experience in data management platforms, programmatic buying and priority audience development.• Finance management across marketing channels in excess of $400M annually spread across media deployment, creative, sponsorships, production and agency fee management.• Vendor and agency management across a broad set of partners including general market, diverse, creative agencies as well as lead media/publisher partnerships with priority vendors on annual agreements, savings and spend projections. Have deep understanding of vendor and agency performance auditing through both external and first-party constituencies.• Diversity marketing and execution across multiple segment groups inclusive of Hispanic, African American, Asian, Native American, LGBTQ and PWDS. Combination of both regional and national campaigns leveraging minority owned marketing platforms. Diversity experience is a combination of DS-specific campaigns as well as total market integrations and sponsorships.• Marketing ROI through a broad suite of tools including econometric modeling, empirical consideration surveys, direct response, attitudinal, net promoter, delivery-based measurement and copy-testing. Have stewarded multi-year sponsorship ROI initiatives in PGA, MLS, Bloomberg and ABC/Disney